Pledis’ New Identity and the Importance of Design Awareness in the K-pop Industry
Graphic design in South Korea’s entertainment industry, widely known as K-pop, has recently become a subject of its own spotlight—standing alongside other core aspects such as music, stage performance, and idols. Subtly yet powerfully, graphic design shapes how the public perceives music, artists, and even the entertainment labels behind them. This happens as the industry’s design consciousness continues to grow, responding to fans who are increasingly critical of what they consume. Imagine saving up your salary for a K-pop release, only to receive an album whose design fails to reflect the music or concept—or worse, feels visually inconsistent. As fans (and consumers), disappointment is inevitable. For that reason, in the past few years, the K-pop industry has started collaborating with major design studios to “take over” the graphic direction of their products.
In an era dominated by digital consumption, the sale of physical products in K-pop remains remarkably strong. While indie music listeners may be calling for the revival of physical releases, within the mainstream bubble of K-pop fandom, the culture of physical albums has never disappeared. In his article A Look Inside the K-pop Design Machine, Korean-American designer James Chae observed that a single K-pop release often includes an entire ecosystem of physical goods—from albums and collectible photocards to branded merchandise. In 2023, physical sales accounted for 31 percent of total K-pop product sales. With such a high demand for tangible goods, the need for strong, well-considered design naturally follows.
All creative decisions in a K-pop group, including its visual concepts, ultimately lie in the hands of the agency or label. This makes it crucial for agencies to possess a strong design awareness instead of merely chasing fleeting visual trends. But how do we recognize when a label truly understands design? One way to see it is through the implementation of its brand identity. A well-designed visual identity should directly represent a company’s narrative and values. From its logo to its broader visual system, every design element carries a message about how a company sees itself and wishes to be seen by the world.
This kind of design awareness was made visible in the step Pledis Entertainment took in August 2025. The label, home to major groups such as SEVENTEEN, fromis_9, and TWS, collaborated with Seoul-based design studio Plus X, known for its work with HYBE and Samsung. While Pledis Entertainment had long been recognized through its artists’ success, as a corporation, it lacked a strong visual identity. This created a gap between the artists and the company behind them. The rebranding aimed to close that gap and unify their image into a single visual narrative. Together with Plus X, Pledis established a new brand core that became the foundation of its entire design system: Performance becomes the Pulse.
In its official statement on Behance, Plus X explained that this phrase embodies the belief that every movement and rhythm from Pledis artists has the power to move the world—that performance is the heartbeat that connects music and fans.
That philosophy is manifested directly through the new Pledis logo. Combining italic serif and sans-serif roman typefaces, the logo strikes a balance between expressive and corporate. The dynamic serif italic evokes motion, reminiscent of rhythm and choreography, while the sans-serif roman offers stability and modernity. The interplay between the two typefaces captures Pledis Entertainment’s unique sense of motion and rhythm. The logo’s adaptable elegance allows it to flex seamlessly across various visual contexts: from album covers to digital interfaces.
In this new visual system, Pledis introduced its primary color: Pledis Red—a vibrant hue symbolizing passion, potential, and creative energy. Serving as the focal point of the visual identity, this color injects boldness and vitality throughout the system. To balance it, the secondary palette features contrasting tones that highlight Pledis Red’s presence, resulting in a dynamic and sophisticated expression that reflects the label’s energetic nature.
The rebranding also introduced a new typographic system, which plays an essential role in building the company’s visual rhythm. Pledis adopted two key typefaces: GT Alpina, a distinctive and elegant serif with strong visual impact, and GT America, a versatile sans-serif that adapts well across different formats. Together, they form a balanced visual contrast, communicating a sense of rhythm that aligns with the broader system.
The refined application of the design system stands out as one of the project’s main strengths. Its comprehensive implementation shows a clear adaptability across various media: from employee welcome kits and artist promotional materials to web layouts and social media visuals—all operating under a unified visual language. This adaptive approach reflects Plus X’s craftsmanship, where every detail, from typography composition to layout and color contrast, is executed with precision and purpose.
Pledis Entertainment’s rebranding marks a significant shift in the K-pop industry, where design is no longer treated merely as decoration but as a narrative structure in itself. In an industry flooded with fragmented visual content, consistency and clarity in design help labels maintain brand equity, turning each visual system into an inseparable part of their identity. Through its new visual direction, Pledis demonstrates how a company’s values can appear steady yet strong across every interaction.
This move also represents a broader evolution of design consciousness within K-pop. Where design once existed only to serve promotional needs, it now functions as a strategic tool for shaping long-term perception. Studios like Plus X play a pivotal role in this transition, bridging corporate strategy with Korea’s distinct artistic sensibility. Pledis Entertainment shows that a label’s success no longer depends solely on its artists and performances, but also on the power of a consistent and meaningful identity. The concept Performance becomes the Pulse becomes a design system moving in harmony with the company’s rhythm. In K-pop’s ever-evolving landscape, this step marks a new chapter: one where graphic design keeps the entire entertainment ecosystem grounded and relevant.
As K-pop fans ourselves, we see this rebranding as part of how we experience and perceive K-pop’s evolution. A clear visual identity allows fans to recognize a company’s values at a glance. This awareness—proven through a label’s care for its own branding—also fosters trust that the company will continue valuing strong design in its artists’ future releases.
